Datsun makes global comeback, launches Rs 3.12 lakh car

New Delhi: Japanese auto major Nissan's Datsun brand on Wednesday made a global comeback with the company launching its entry level car 'Datsun Go' priced between Rs 3.12 lakh and Rs 3.70 lakh (ex-showroom Delhi) in India, intensifying competition in the small car segment.

"Indian car market is very competitive and with Datsun we are entering a segment which we can't address with the Nissan brand. We expect the Datsun brand to contribute half to one-third of Nissan's sales in India," Nissan Motor India MD and CEO Kenichiro Yomura told reporters.

The company will launch three models under the Datsun brand by 2016 and it has already announced the Go+ as the second model to be launched.

Commenting on the return of the Datsun brand, company’s Global Programme Director Ashwani Gupta said the global automotive market has undergone a shift with the high growth markets such as India, Indonesia, Russia and Brazil that accounted for 40 percent of the total sales, expected to account for 60 percent by 2016-17.

"The opportunity of new car demand lies in high growth markets with first time buyers. The transaction price in India ranges from USD 8000-9000 as compared to USD 25,000 to USD 30,000 in mature (rpt) mature markets like the US, EU and Japan. That's why we decided to bring the Datsun brand," Gupta said.

The entry-level car under the Datsun brand is aimed at the first-time car buyers. The Japanese carmaker is reviving the Datsun brand after almost three decades.

In March 2012, Nissan had announced that it would launch the Datsun brand in India by 2014. After its introduction in India, Datsun will be launched in Indonesia, Russia and South Africa.

The car would compete primarily with the likes of Maruti Suzuki's Alto 800 and Alto K10 and Hyundai's Eon.